This part of the manual explains the Headline Strategy
section. Here you'll use Brand Strategy guidelines to come up with a
headline that works.

Choose from a wide range of formulas that advertising professionals
use to write successful headlines. Browse through the headline formulas,
read the tips and examples that come with each one, and decide on
the headline strategy that suits your needs.

Tips for effective headlines:

Be clear rather than clever.

Say "you" instead of "we".

Favor small words over large.

Promise a benefit.

Involve the visual.

Speak to the individual.

Avoid negative headlines.

Be direct.

Put the main idea in the headline.

Make your copy enthusiastic.

TO USE THE HEADLINES STRATEGY SECTION:

1

Click Headline Strategy command from the navigation tab at
the top of the screen. The screen shows a list of headline styles on
the left side.

2

Click any item in the list to read the description and example of
that headline style.

3

Use the Notes box of your headline style choice, to type in comments and ideas
for the headline or design strategy.

4

Leave the headline section from a style you chose. The style along with the note will appear on the printed Strategy Report.